Društveni subjekt između Zapada i ćirilice

Abstract

In this paper we analyze newspaper articles dealing with a very specific topic – the opening of a Starbucks in Belgrade. The texts were divided in two groups and analyzed within the general framework of Critical Discourse Analysis. The first part of texts are those announcing the opening of Starbucks, and the second part comprises texts reporting about the event. Both verbal and nonverbal aspects were taken into account, and the results show that very small part of newspaper texts analyzed is about the actual news. Instead, numerous other information found their way into the texts and images. We found two pairs of conflicting image schemas in the newspaper articles – calm vs. crowded and traditional vs. Western values. Every information that is placed in focus, as our results show, is used for infiltration of political context.